Quality consent
This section covers general, and campaign type specific, requirements.
General requirements
When a customer views a campaign on the Rokt marketplace, the Campaign copy must include sufficient detail to answer the following questions in order to generate valid consent:
- Who am I engaging with (which brand)?
- What am I being offered—product, service, discount, or offer?
- If I engage, is there any ongoing communication that I should expect? Specifically, will I:
- Receive emails (from either the brand or Rokt). The content/benefit/purpose of the emails must be clear.
- Receive a call from the brand (phone referral campaign).
- Be directed to a calendar subscription and receive ongoing updates on events (calendar referral campaign).
The campaign Image or logo is not guaranteed to display, so all of the above must be clearly communicated in the campaign copy.
Further details about requirements around consent and future engagement with a customer are set out below.
For all campaign types, the call to action must always be included in the campaign creative or response copy.
The response copy must not be a term that could be confused with broader site navigation commands (e.g., next, continue, proceed, advance). The only permissible negative call to action for non-internal campaigns is “No thanks” and its non-English equivalents.
Email subscription campaigns
Requirements
Campaign copy must clearly indicate:
- What brand is promoting the offer.
- What is being offered, e.g., product, service, or discount.
- That there will be ongoing communication.
Examples of acceptable phrases to include within the character limit:
- Common examples: "join newsletter," "sign up to emails," "receive emails," "enroll in emails," and "get emails to your inbox."
- Phrases like “sign up for [Brand]” or “subscribe to [Brand]" can be used, provided it’s clear to the customer that they will receive ongoing communication.
Notes
- If the campaign has a brand-specific privacy policy or terms and conditions, they must explicitly note that emails will be sent.
- Campaigns can only send up to five brand emails to customers for both Commerce and Acquire campaigns configured from the Rokt platform.
Examples
| Example campaign copy | Approval decision |
|---|---|
| Find out about the latest news and deals from Hotels.com! | Rejected—Not clear the user is going to receive ongoing communication from the brand. |
| Want to save $50 on your next hotel booking? Sign up to the Hotels.com newsletter, and we'll send you a coupon code. | Approved—Clear the user is signing up to emails. |
| Get $50 off your next booking from Hotels.com. Sign up to the newsletter now for your coupon code. | Approved—Clear the user is signing up to emails. |
| Need a hotel? Get $50 off when you sign up to Hotels.com emails. | Approved—Clear the user is signing up to emails. |
| Be the first to know about airfare sales— sign up to Jetstar and stay in the know! | Approved—Clear the user is signing up to further communication about airfare sales. |
| Get exclusive offers and the latest news from Hotels.com—sign up today! Every new member gets a chance to win a MacBook Air! | Approved—Clear the user is signing up to emails. Note: Terms and conditions required for a game of chance. |
Website traffic campaigns
Requirements
Campaign copy must clearly indicate:
- What brand is promoting the offer.
- What is being offered, e.g., product, service, discount.
Notes Acquire campaigns can send only one partner email; Commerce campaigns can send up to two emails from the Rokt platform.
Examples
| Example campaign copy | Approval decision |
|---|---|
| Click for the latest fashion trends and hottest sales! Get 10% off your first purchase. | Rejected—Not clear which brand is promoting the offer. |
| Cloud Apparel has the latest fashion trends and hottest sales! Get 10% off your first purchase. | Approved—the Brand and offer are clearly articulated. |
Website traffic & Email subscriptions campaigns
Requirements
Campaign copy must clearly indicate:
- What brand is promoting the offer.
- What is being offered, e.g., product, service, discount.
- That there will be ongoing communication.
Examples of acceptable phrases include within the character limit: "receive emails,” "enroll for emails," "join e-newsletter,” and “send me details and the newsletter.”
Notes
- Phrases like "find out more," "tell me more," "get more information," "view now," "show me," and "see how" are not acceptable in isolation, as they do not connote or give sufficient indication that the customer will receive any information via email.
- Campaigns can send only up to five brand emails to customers for both Commerce and Acquire campaign types from the Rokt platform.
Examples
| Example campaign copy | Approval decision |
|---|---|
| Sign up to Netflix and get your first month of hit shows & movies for free! | Rejected—Netflix is a subscription service; there is the strong possibility of creating confusion between Netflix subscription service and ongoing communication from Netflix. |
| You've unlocked $50 off your first Meals Direct order! Get meals delivered weekly. Learn more! | Rejected—Not clear the user is signing up to receive ongoing communications. |
| Get your first month of unlimited music for free with Spotify! Send me details and music updates. | Approved—It's clear the user is receiving details and Spotify music updates. |
| Get your first month of TV & movies for free with Hulu! Send me details and Hulu news. | Approved—Clear the user is receiving details and news from Hulu. |
| Free unlimited TV & movies for 1 month with Netflix. Find out more and subscribe to Netflix emails. | Approved—Clear the user is receiving details and the newsletter. |
| First month of Blue Apron free! Enjoy meals to your door. Email me details and the newsletter. | Approved—Clear the user is receiving details and news. |
| Get Netflix today and for a limited time your first month of hit shows free. Sign up to be the first to know about great new shows. | Approved—Reasonable to expect that you are going to receive ongoing communication. |
| Get Netflix today and for a limited time your first month of hit shows free. Click yes to receive more information. | Approved—Reasonable to expect that you are going to receive ongoing communication. |
| You've unlocked $50 off your first Meals Direct order! Click to subscribe to our newsletter and learn more. | Approved—Clear the user is signing up to ongoing communication. |
Phone leads campaigns
Requirements
Campaign copy must clearly indicate:
- What brand is promoting the offer.
- What is being offered, e.g., product, service, discount.
- The purpose of the phone call.
- The call to action (response copy) must be clear that the customer is opting in to a phone call.
- A disclaimer is mandatory for all U.S. Campaigns.
- Should the brand plan to send emails as well, the campaign copy must also indicate that the user is opting in to receiving emails.
Examples of acceptable phrases include within the character limit:
- Calls only: "call me," "phone me," "receive a call."
- Calls and emails: "call me & send me more information," "phone me & email information about...," "receive a call & emails."
Notes:
- It’s not enough to say "Hear from us..." or "Have a discussion..." without mentioning the words call or phone.
- Campaigns can send only one SMS confirmation and up to two brand emails to customers for both Commerce and Acquire campaigns from the Rokt platform.
Examples
| Example campaign copy | Approval decision |
|---|---|
| Want 50 free cable channels? Cloud TV offers that and more when you sign up by 31 Nov 2019. | Rejected—Not clear the user is going to receive a call. |
| Are you on the right insurance plan for your needs? Cloud Insurance offers the most comprehensive coverage in the country. | Rejected—Not clear the user is going to receive a call. |
| Want 50 free cable channels? Cloud TV offers that and more when you sign up by 31 Mar 2019. Receive a call to know more? | Approved (if no emails planned to be sent)— Clear the user is going to receive a call. |
| Are you on the right insurance plan for your needs? Receive a call from a Cloud Insurance agent to find out more. | Approved (if no emails planned to be sent)— Clear the user is going to receive a call. |
| Book a room with Hilton and receive the second night free. Receive a call and subscribe to Hilton emails. | Approved (for call and emails)—Clear the user is going to receive a call and emails. |
Promotion campaigns
Requirements
Campaign copy must clearly indicate:
- What brand is promoting the offer.
- What is being offered, e.g., product, service, discount.
Notes Campaigns can send customers up to two partner emails on Acquire and up to two brand emails on Commerce from the Rokt platform.
Examples
| Example campaign copy | Approval decision |
|---|---|
| Click for $100 advertising credit to grow your business. | Rejected—Not clear what brand is promoting the offer. |
| $100 Google Adwords Credit to grow your business. Receive your credit by email. | Approved—the brand and offer are clearly articulated. |
App installs campaigns
Requirements
Campaign copy must clearly indicate:
- What brand is promoting the offer.
- What is being offered.
- That the user is taking the next step towards installing an application.
Examples of acceptable phrases to include within the character limit: "install the app," "install app," "find out more," or "tell me more."
Notes
- Customers on mobile devices are taken directly to their devices app store upon accepting the offer.
- On a desktop, customers receive a download link via SMS.
- Phrases like view now, show me, and see how are not acceptable, as they do not connote or give sufficient indication that the user will receive any information via email or SMS relating to the campaign.
- Desktop campaigns must send customers at least one SMS confirmation and up to one partner email on Acquire and up to one brand email on Commerce from the Rokt platform.
- Mobile campaigns can send customers up to two partner emails on Acquire and up to two brand emails on Commerce from the Rokt platform.
Examples
| Example campaign copy | Approval decision |
|---|---|
| Download a great taxi app and receive $10 off your next ride. | Rejected (for desktop)—Not clear what brand is promoting the app. |
| Download the XYZ Taxi app and receive $10 off your next ride. | Approved (for desktop)— Generally understood that downloading an app is going to require an action on their phone. |
| Download the XYZ Taxi app to your phone and receive $10 off your next ride. | Approved (for desktop)— Clear the user intends to download the app to their phone and will receive an SMS with a download link. |
| Get confirmation details and manage your bookings when you download the XYZ Hotels app. Tap below and we’ll send a download link to 123-123-1234. | Approved (for desktop)— Clear the user will be directed to download the app and receive an SMS with a download link. |
| Download the XYZ Hotels app to your phone and access last minute deals from over 100,000 hotels. | Approved (for mobile)—Clear the user will be directed to download the app. |
| Download the XYZ Taxi app to your phone and receive $10 off your next ride. | Approved (for mobile)—Clear the user will be directed to download the app. Note: Voucher terms need to be in the terms presented alongside the offer. |
Calendar subscriptions campaigns
Requirements
Campaign copy must clearly indicate:
- What brand is promoting the offer.
- What is being offered.
- That the user is signing up to a calendar subscription.
- The purpose of the subscription.
Examples of acceptable phrases include within the character limit: “subscribe to our calendar,” or “receive calendar updates.”
Notes
- Customers on mobile devices are taken directly to their device’s native calendar app and asked to confirm their calendar subscription.
- Desktop customers receive a link to subscribe to the calendar via SMS. Upon clicking the link, customers are taken their device’s native calendar app and asked to confirm their calendar subscription.
- Phrases like view now, show me, and see how are not acceptable, as they do not connote or give sufficient indication that the user will receive any information via email/SMS relating to the campaign.
- Brands can only use obtained data to fulfill their offers—in this case, signing the individual up to a calendar subscription.
- Campaigns can send customers only one SMS confirmation and up to one partner email from the Rokt platform.
Examples
| Example campaign copy | Approval decision |
|---|---|
| Want to know about Brand XYZ sales? Subscribe to our calendar to never miss a sale again! | Approved (for mobile)—Clear the user will subscribe to a calendar. |
| Stay up-to-date with the latest sales from Brand XYZ. Subscribe to our calendar by clicking below and we’ll send a download link to 123-123-1234. | Approved (for desktop)—Clear the user will subscribe to a calendar and is going to receive an SMS to obtain the download link. |
Customer feedback campaigns
Requirements
Campaign copy should clearly indicate:
- What the feedback relates to, e.g., checkout experience, website, marketing channel.
- The call to action (response copy) must be clear that the user will participate in a survey or rating.
For review collection, the third-party vendors we integrate with have their own requirements and need to comply with Google Rating Partner guidelines. In consequence, the copy must not offer financial incentives to write reviews (e.g., free samples, gift cards, discounts on future purchases, or anything of monetary value).
Examples of acceptable phrases include within the character limit: "Participate," "Yes please," "Open survey," and "Rate now."
Notes
- Campaigns are only available for internal use (i.e., with a Commerce campaign strategy).
- Campaigns cannot send emails or SMS from the Rokt platform.
- Customer responses are not collected by Rokt but directly by the third-party solution chosen by the client (Medallia, Shopper Approved, etc.).
Examples
| Example campaign copy | Approval decision |
|---|---|
| We'd love to hear what you think of our website. Share your feedback now. | Approved—Clear the user is about to participate in a feedback survey. |
| Please take a moment to share feedback from your experience on Vivid Seats. | Approved—Clear the user is about to participate in a feedback survey. |
If you have any questions, reach out to your Rokt account manager or email support@rokt.com.